It’s difficult to break old habits. The ways in which a lawyer markets his or her firm are no different. I still see lawyers participating in far too much self-promotion. In the world of internet marketing, traditional methods of self-promotion aren’t as effective. Let me explain.

Lawyer marketing on the web is becoming far too self-promoting. This includes websites, blogs, videos, etc.

The content you put out on the web can work for you in many positive ways. However, there is a downside as well. Just because people find your writing, doesn’t mean they have a favorable impression of you.

Don’t write content that serves no other purpose than to „toot your own horn“.

Here are some ideas to consider.

1. It isn’t all about you. The reality is that by writing about what you know, by being an expert in your field, you are promoting yourself is a good, but more subtle way. Think about the last time you read something you really admired or found interesting. If you didn’t know who the author was previously, chances are you took the time to find out afterward. This is what lawyer marketing in the web 2.0 world is about. Contribute good info and you will be remembered.

2. People on the internet have a short attention span. Marketing your legal services on the web gives you very limited time to make your point. Be informative, but concise with your writing. Create lists, outlines, and short paragraphs.

3. Update often, but don’t over-do it. With web 2.0 lawyer marketing, you will not keep an audience if you write content once every other month. On the other extreme, it isn’t necessary to produce 4 articles a day. The best course of action is to plan out two to three blog posts and week. Do the same with your contributions to social media (LinkedIn, Facebook, Twitter).

4. Be yourself. Put a creative and interesting spin on your articles. As the pool of information on the internet fills, you need to be interesting and relevant to rise to the top. The best way to achieve this is to speak in your own voice.